A CEO resignation, an unexplained shutdown, an acquisition and sudden relaunch, and now a lawsuit—make-up model Uoma Magnificence has had an eventful two years. On the finish of 2024, following a hiatus of greater than a yr that was by no means introduced or defined, Uoma announced a relaunch beneath new possession. It’s since gone again to working, no less than outwardly, virtually as if nothing ever occurred. However final month, the model’s founder and ex-CEO, Sharon Chuter, filed a lawsuit towards Uoma’s new house owners—non-public fairness agency offshoot MacArthur Magnificence, the MacArthur Fund, and MacArthur Firms—alongside former investor BrainTrust Fund and Settle Funding, a platform that handles stock and operations planning for shopper manufacturers.
Clearly, there’s extra to this story than a cut-and-dry acquisition. And, like many Uoma followers, we’ve got questions, the most important amongst them: What occurred right here? In an effort to search out solutions, Attract has been reporting on the matter since phrase of the relaunch hit social media in late November. We’ve spoken a number of instances with the model’s former and present house owners to place collectively a timeline of Uoma Magnificence’s historical past—and a take a look at its future.
April 2019: Uoma Magnificence launches at Ulta.
Sharon Chuter launched Uoma with 108 merchandise spanning quite a few classes together with lips, eyes, and complexion. The model’s Say What!? Basis, with 51 shades, was heralded for being one of many few make-up manufacturers to rival Fenty Magnificence’s then-groundbreaking 40 shades. The next yr, Attract would give Uoma two Best of Beauty awards, for the Say What!? Basis and Black Magic Lipsticks.
Not solely did individuals love Uoma’s formulation, however in addition they cherished its message and mission. Chuter, a former LVMH government, typically referred to Uoma as a model that sought to champion inclusivity by its merchandise and social activism efforts—comparable to Pull Up For Change, a web-based initiative Chuter began in 2020 that challenged firms, particularly these within the magnificence business, to be clear in regards to the racial make-up of their worker bases and management groups.
In 2021, Chuter launched a extra reasonably priced spin-off line referred to as Uoma By Sharon C, which on the time included make-up and skincare comparable to serums, make-up removers, and lip oils. A few of these merchandise are nonetheless obtainable on-line at Walmart and on Uoma’s web site.
Might 2023: Sharon Chuter steps down as Uoma’s CEO.
On Might 28, 2023, Uoma Magnificence founder Sharon Chuter introduced by way of an Instagram post that she had stepped down from her function as CEO and resigned from the board of administrators. “I’m excited to have the ability to focus all my energies on inventive endeavors—product growth, campaigns, and lots of extra thrilling initiatives inside and in addition outdoors Uoma Magnificence,” the caption stated at the time (it has since been edited). She clarified in a subsequent post that she was nonetheless a shareholder within the firm and would stay a “product and inventive visionary” for the model.
